Marketing Strategies

 

1

Offline vs. online marketing

Study the following methods of marketing and complete the definitions below:

 

a company blog	billboard advertising	cold calling
email marketing	pay-per-click advertising	search engine optimization (SEO)
social media marketing	viral marketing	word of mouth

 

1.         Billboard advertising                advertising your product on large, outdoor posters

 

2.       Pay-per-click sdvertising            an internet advertising model in which advertisers pay only when somebody clicks on their ad

3.        A company blog          a website which publishes regular information, opinions, etc. related to a particular business

4.         Social media marketing           using websites like Facebook and Twitter as marketing tools

 

5.        SEO                             using special strategies to get a high-ranking position in search engines (Google, Yahoo!, Bing, etc.)

6.        Email marketing          a form of direct marketing which uses electronic mail for communicating commercial messages

7.        Viral marketing            getting internet users to market a product or service on their own by telling their friends

8.         Word to mouth            recommendations by satisfied customers to potential customers

 

9.        Cold calling                 trying to sell to somebody on the telephone who is not expecting contact from you

 

Which of the strategies do you use in your business? Which are the most effective? Which are the least effective? Can you think of any others?

 

The strategies I have used are based on marketing with social networks, word to mouth, and I have seen viral marketing; I think the most effective are those that involve the direct dissemination of people in the market (such as word to mouth and viral marketing with the help of influencers)

Study the comments below. Match the underlined words/phrases to their meaning below.

1.        "Pay-per-click advertising is a low-cost method of targeting potential customers." (A)

2.        "Email marketing allows us to build customer loyalty." (C)

3.        "Our company blog helps us connect with people in our niche." (H)

4.        "Cold calling is a waste of time. We no longer use it to contact prospects." (D)

5.        "The biggest advantage of billboard ads is their visibility." (G)

6.        "SEO is a great way of driving traffic to our website and generating leads." (B)

7.        "Social media marketing helps us gain more exposure through word of mouth." (E)

8.        "Viral marketing gives us the best ROI. Considering the low cost of producing a short video clip, it’s really worth it." (F)

 

a.        creating potential customers

b.        directing marketing activities towards

c.        keep customers coming back

d.        potential customers

e.        reach more people

f.         return on investment

g.        the ability to be seen

h.        the segment of the market that a company is focussing on

Do you agree with the opinions? 

Yes

2

Specific tactics

Look at the marketing tactics below.

 

Buy one, get one free                                                                                               contests

limited-time offers

loyalty schemes                                                                                     regular free information

seasonal discounts

 

Here are some opinions from expert marketers. Which tactic is each marketer talking about?

1.     "People are procrastinators. That’s why this method is a very effective marketing technique." Limited time offers

2.     "They don’t really work. They reduce the amount of profit per customer by discounting existing behaviour rather than rewarding customers for spending more or returning more often." Contests

3.         "This tactic will generate a lot of sales, but it might cause consumers to delay their shopping and this will have a negative effect on profit margins." Buy one, get one free

4.         "This can work really well if the price of ‘one unit’ is raised slightly so that it is not exactly half price." Seasonal discounts

5.     "If you offer a prize, many people are prepared to share information with you as part of the entry process. This can be a great way to find out more about your customers." Regular free information

6.         "This is a good way to build credibility and remind potential customers of your product or services. When they’re ready to buy you will be the first company they contact." Loyalty schemes

Has your business used any of the tactics?   

No

3

Marketing collocations

Noun phrases are often used in marketing. Can you match the words below to complete the typical phrases?

 

1.        target                                               a.    awareness

 

2.        potential                                         b. campaign

 

3.        advertising                                     c.    competition

 

4.        brand                                               d. customers

 

5.        market                                            e.    market

 

6.        tough                                               f.     share

 

 

Complete the questions below with the above phrases.

 

1.         Who is your market                                     ?

The yound-adults people

2.         How does your product or service satisfy the needs of your customers                                ?

It helps for have a selfcare, and personal hygiene

3.         Which company has the biggest market                                       in your industry?

I think brands like Natura, Mary Kay, Clinique, etc

4.         How long do you usually run an advertising                  for?

I've never used the traditional advertisings for my brand/products

5.         Is there competition                         in your industry? How do you stand out?

I focuse on my local market, especially in the youngest, i manage affordable prices and 100% naturist and organic quality products that promote a green economy and are free from animal abuse

6.         What methods do you use to raise your brand?

I'm based on the viral marketing, it helps me for expand my products and raise the good reputation of them; i also partner with inluence brands to help me reach more market